Case Study

SaluVax

Promoting Health

Through Vaccination

• Facebook and Instagram Organic

• Educators

• Presentations via Zoom or in-person

• Branding

  • Logo

  • Brand Book

  • Flyer

  • Educator Identification T-Shirts

SaluVax is dedicated to ensuring equitable vaccine access across all communities, championing the belief that health is a universal right, independent of one’s living situation or financial status.

With a particular focus on the Hispanic population, SaluVax is committed to breaking down barriers to access and fostering health equity through vaccination efforts. Recognizing the critical role of language in healthcare accessibility, SaluVax offers all its external content in Spanish, underscoring its commitment to celebrate health through vaccination and safeguard the well-being of the communities it serves by providing essential vaccine information and services in a culturally and linguistically appropriate manner.

About the Client

The Center for Multicultural

Wellness and Prevention, Inc.

The Center for Multicultural Wellness and Prevention, Inc. (CMWP) is a cornerstone institution that places prevention at the forefront of its mission. As an agency deeply committed to the health and safety of both its staff and clients, CMWP has been vigilantly monitoring the ongoing COVID-19 pandemic. In response to the challenges presented by the virus, the Center has implemented rigorous safety measures to minimize infection risks, strictly adhering to guidelines set forth by the CDC and local health authorities.

Understanding the critical importance of community health, CMWP advocates for essential preventative measures against COVID-19, including social distancing and the use of face masks. The organization supports the enforcement of face coverings as a key strategy in combating the spread of the virus in Central Florida.

Through its unwavering dedication to wellness and prevention, CMWP continues to play a vital role in promoting the well-being of diverse communities during these unprecedented.

About This Project

Customer need

The situation of individuals from minority populations in Florida, USA, continuing to get vaccinated against Covid-19 is one of the main concerns of health authorities.

In Florida, vaccination rates among minority populations are significantly lower than among non-Hispanic white individuals. For instance, according to data from the Florida Department of Health in early 2023, 63% of non-Hispanic white individuals aged 18 and older were fully vaccinated against Covid-19, compared to 43% of Hispanic individuals.

These disparities in vaccination have significant implications for public health. Unvaccinated individuals face a higher risk of contracting Covid-19, developing severe illness, and dying. Additionally, unvaccinated individuals can contribute to the spread of the virus, leading to new waves of infection.

SaluVax needs to increase its presence on social media to reach a wider Hispanic audience.

Campaign objectives

Increasing awareness of a new brand and its message about the importance of Covid-19 vaccination among the Hispanic community in Florida.

Specific Goals:

  • Recruit project participants from different churches, housing, and Neighborhood Centers in targeted counties. (113 unduplicated outreach contact per month).

  • Provide community outreach/mobilization to a total of 900 unduplicated Hispanic males and females aged 12 years and older in Orange, Osceola, and Seminole Counties.

  • Conduct a minimum of 1 monthly culturally responsive health information session virtually and face to face to target the population in the catchment area.

  • Promote and distribute a minimum of 75 educational materials per month and document the type of materials given.

  • Conduct campaign to promote vaccination awareness in the community, via social media, such as Radio and Facebook live accordingly on a monthly basis.

  • Refer a minimum of 50 individuals to COVID-19 and flu vaccination per month.

To achieve these objectives, we implemented the following strategies:

  • Create a new, recognisable entity that will become familiar to the target audience (SaluVax).

  • Create relevant and engaging content for minority communities. This content may include information on the importance of vaccination, testimonials from vaccinated individuals from Hispanic minority communities, or stories highlighting how vaccination has helped protect communities

  • Use language and aesthetics that are inclusive and respectful towards Hispanic minority communities

  • Promote the campaign on social media platforms of organizations working with Hispanic minority communities

By implementing these strategies, the newly created entity, “SaluVax” can increase its presence on social media and reach a wider audience, particularly the Hispanic population in Florida. This will help disseminate the message about the importance of Covid-19 vaccination and contribute to reducing vaccination disparities.

Audience

The target audience for SaluVax’s Facebook and Instagram campaign consists of individuals from Hispanic communities in Florida who are undecided or hesitant to get vaccinated against Covid-19.

This audience includes:

  • Hispanic males and females aged 12 years and older in Orange, Osceola, and Seminole Counties

  • Hispanic males and females aged 12 years and older, who represent the age group with the lowest vaccination rates

  • Individuals living in disadvantaged areas or with limited access to healthcare

  • People who have distrust in healthcare institutions or have had negative experiences with them

  • Individuals are exposed to misinformation about vaccines

Action Plan

Branding

SaluVax is a new, innovative brand born from the combination of “Salud” (health in Spanish) and “Vax” (vaccine), symbolizing the fusion of health and immunization. This brand is committed to enhancing public health by making vaccines more accessible, advocating for preventive health measures, and promoting health equity. In an era where vaccinations are crucial, SaluVax aims to lead with solutions that bridge healthcare gaps and support a healthier future for all.

Logo and Brand Book:

A new logo was created, a distinctive design that captures the essence of the organization and conveys a sense of trust and professionalism. This new symbol is the cornerstone of SaluVax’s brand efforts for this campaign and its future.

A unique and meaningful design:

SaluVax’s new logo is characterized by its modern and minimalist style. The carefully selected typography reflects the organization’s professionalism and expertise, while the colors convey energy, vitality, professionalism, and trust. The logo also incorporates an abstract symbol representing SaluVax’s mission to protect and promote health through vaccination.

Vertical / Main

Horizontal

More than a logo, a strong brand:

To complement the new logo, a comprehensive Brand Book was created, outlining the guidelines for the SaluVax brand. This document includes detailed information about typography, colors, iconography, and other visual elements used in all communications from the organization. The Brand Book helped ensure consistency and uniformity in SaluVax’s image, strengthening its recognition and positioning in the market.

Spanish Flyer:

With the aim of reaching a broader audience and effectively communicating the importance of vaccination, we designed an informative brochure in Spanish. This material was characterized by:

  • Visually appealing design: SaluVax’s new brand identity was incorporated, using vibrant colors, a modern, and eye-catching layout

  • Clear and concise information: The flyer’s content was written in simple and understandable language, using terms accessible to the target population

  • Focus on audience needs: The most common doubts and concerns about vaccination were addressed, providing accurate and reliable information

The flyer became an essential tool in SaluVax’s marketing campaign. Thanks to its attractive design and informative content in Spanish, it successfully captured the attention of the target audience and increased awareness about the importance of vaccination.

This initiative contributed to reaching a wider audience and making a positive impact on the community.

Educator Identification T-Shirts:

To strengthen the brand identity and facilitate the recognition of its educators, we created a design for custom T-shirts. These garments are characterized by:

  • Attractive and professional design: We prominently incorporated the SaluVax logo

  • Clear identification: The T-shirts allow educators to be easily recognized by the public, facilitating interaction and communication

  • Sense of belonging: Wearing the T-shirts fosters a sense of unity and belonging among educators, strengthening the teamwork

Custom T-shirts have become a significant element of SaluVax’s image. In addition to being a practical tool for identifying educators, they contribute to reinforcing the brand and making a positive impact on the community.

Beyond a simple garment, SaluVax’s custom T-shirts represent a symbol of commitment, professionalism, and teamwork, instilling a sense of security and trust in the target audience.

Organic Campaign on Facebook and Instagram: Building a Safe and Informed Community:

With the aim of creating a trusted space for vaccination knowledge, an organic campaign was launched on Facebook and Instagram to attract a substantial number of followers. This initiative contributes to promoting vaccination and safeguarding public health.

Social Media is instrumental:

The social media pages of Salucax will be crucial for building a community, interacting with our audience, and sharing important information about the organization’s activities and initiatives.

Educators in Action: Informing and Educating about Vaccination:

We placed educators in the vaccination centers of Central Florida, providing information verbally and through brochures about the importance of vaccines, addressing both influenza and COVID. This initiative served as a complement to the social media campaign, aiming to increase vaccination rates among the minority population of the state.

Presentation Design

We are using the two presentations designs

Presentation Link Influenza:

This presentation emphasizes the significance of annual flu vaccination, highlighting its role in personal health and reducing healthcare strain during flu seasons. It encourages individuals to proactively protect themselves and their communities by getting the flu shot.

Presentation Link COVID-19:

This presentation offers a concise overview of COVID-19 vaccination, focusing on vaccine development, safety, efficacy, and the importance of herd immunity. It aims to provide key information to help individuals make informed decisions about getting vaccinated.

Presentations via Zoom or in-person

Accessible and Impactful Training:

SaluVax Presentations

With the aim of providing accurate and reliable information about vaccination to a wide audience, we offered informative presentations both virtually and in person.

Flexibility for the audience:

  • Virtual format: Monthly courses were conducted via Zoom, enabling participation from people anywhere

  • In-person format: Presentations were held in churches, events, and other community spaces, ensuring access to information for those without internet access

Valuable content:

The presentations covered a wide range of topics related to vaccination, including:

  • Importance of vaccination for individual and collective health

  • Benefits of vaccines in preventing diseases

  • Safety and efficacy of available vaccines

  • Myths and misinformation about vaccination

Engaging methodology:

The presentations were characterized by a dynamic and interactive style, utilizing audiovisual resources and participatory activities to facilitate learning.

Valuable content:

The different formats of the presentations allowed reaching a diverse audience, including:

  • Minority communities.

  • Individuals with lower educational levels.

  • People facing barriers to accessing information.

Results

The campaign demonstrated resounding success, surpassing the set targets in each of the key indicators.

Below is a detailed analysis of the results obtained:

Social Media Reach:

• Instagram: Significant Impact in the Community

Reach:

Organic distribution on Instagram reached 10,300 people, demonstrating a resounding success in capturing the attention of the target audience

Effectiveness:

The platform emerged as a particularly effective tool for promoting awareness about vaccination, thanks to its ability to connect with a broad and diverse audience

• Facebook: Strengthening Trust and Visibility

Reach:

Organic distribution on Facebook reached 822 people, contributing to increased trust in the organization and visibility of the vaccination message

Impact:

While the reach on Facebook was lower than on Instagram, the platform played a crucial role in building trust and credibility among the audience, a fundamental factor for the success of the vaccination campaign.

People Contacted:

An astonishing 170% surpassed the initial goal of contacting people, demonstrating an active commitment to the community and broad coverage in disseminating the message about the importance of vaccination.

  • Goal: 791 people to contact

  • Achieved: 1,346 people contacted

Vaccinated Individuals:

Successfully vaccinated 114% of the goal, representing a significant impact on promoting public health and protection against diseases.

  • Goal: 350

  • People vaccinated: 400

Educational Material:

The delivery of informational material exceeded the established goal by an impressive 146%, ensuring wide dissemination of accurate and relevant information about vaccination and public health.

  • Goal: 525 informational materials to distribute

  • Achieved: 768 informational materials distributed

Presentations:

Successfully achieved the goal of 100% monthly presentations, allowing for educational and persuasive sessions on the importance of vaccination to reach the audience.

Analysis:

The campaign results are a clear indicator of the success of the implemented strategy. Factors contributing to this achievement include:

  • Effective communication strategy on social media: Customized strategies were designed and executed for each platform, utilizing clear, concise, and engaging language for the target audience

  • Collaboration with local leaders and community organizations: A network of collaboration was established with key community stakeholders, resulting in greater reach and better receptivity to the message

  • Use of attractive and easy-to-understand educational materials: Informative material was designed using simple language and visual resources to facilitate understanding

  • Commitment of the promotion team: The promotion team demonstrated a high level of commitment and professionalism, which was crucial to the campaign’s success

Conclusion

The campaign emerged as an example of how social media and other communication strategies can be combined to achieve set goals, in this case, promoting vaccination and improving public health.

The success of the initiative was evident in achieving all proposed goals, and even surpassing them in most indicators.

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